Are You The Next Great Fiat Hoonigan Driver"
If you’re in the racing business, finding the hottest of hot shoes is an ongoing process. You are always keeping your eye out for the next great talent to come along. Or, if you want to be more proactive, you can more or less grow drivers the way baseball players are made using the farm system.
This second option is just what Fiat is up to.
Name Game
Specifically, it’s FIAT (which is in all caps, cause that stands for Fabbrica Italiana Automobili Torino, not cause I’m shouting at you) and Hoonigan. And Hoonigan is just one word now, it’s not “Team” Hoonigan, or Hoonigan “Heavy Industries” or something like that, no, just Hoonigan. You know, sort of like Kanye or Cher or Bono, something mononymic and irritating and artlessly annoying. Hoonigan is that racing outfit started and run by Ken Block that competes in the World Rally Championship, Global RallyCross Championship, FIA World Rallycross Championship and Rally America, but is best known for Block’s gymkhana videos of him sliding a rally car around on deserted streets. It’s not only what these guys are best known for, it’s what they’re best at doing. All of their entries in actual, real racing result in mid-pack finishes at best, and embarrassing crashes more often than not.
But – and this is the important part – the kids love it. And since if you were to ask your average occupier of the coveted 15-to-34 age demographic who, oh, Sebastien ...
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